Leading global TV and video advertising software provider Videology will be the next tech vendor to partner with MCN’s Programmatic TV platform and gain access to highly segmented audience data under a new open platform arrangement.

The expansion of MCN’s programmatic solution follows the success of the company’s world-first partnership with AOL Platforms in 2015, and is the industry’s first programmatic private marketplace for television.

The new partnership will see Videology’s interface integrated into Landmark. It provides their agency partners with the ability to trade at their rapid speed of business, plus trade against Multiview segments – highly targeted consumer segments which go beyond traditional demographics. Multiview is Australia’s largest and most accurate audience measurement panel, drawing on rich viewing behaviour of a 200,000 homes and fused with actual purchase data.

MCN chief sales and marketing officer Mark Frain said the move to open up the platform allows more Australian advertisers and agencies to perform highly targeted, data-driven audience buying, and deliver real-time analytics and audience insights across the network.

“Our significant investment in technology platforms such as Landmark, MCN Programmatic TV and Multiview across the past five years sets us apart within the Australian and global media industry. And we’re continuing to push the envelope by providing our programmatic platform to multiple vendors – we’re one of the first to do that here in Australia.”

Scott Ferber, Founder and CEO, Videology said: “In the last decade, data has become a keystone priority for advertisers. We’re thrilled to partner with MCN and bring their data-enablement to Videology’s TV platform. MCN advertisers can now run campaigns using our interface against the same premium content they’re accustomed to, but with audiences segmented beyond traditional age/gender demographics. This, coupled with workflow automation and increased transparency, is a huge step forward for Videology’s agency partners. We look forward to a fruitful partnership as we move to the ultimate goal of true cross-screen convergence.”

In just two years since launch, MCN’s programmatic platform has revolutionised the efficiency and impact of media trading. Programmatic TV represents around 10% of all campaigns traded on Foxtel, with the expectation that the number will grow to 25% over the next three years. By the end of 2017 MCN predicts its Programmatic TV revenue to be in excess of $75 million for the next 12 months.

Mark Frain added: “MCN has seen significant interest from progressive Australian agencies since we launched our programmatic platform, and the number of brands utilising MCN Programmatic TV has been steadily growing as they begin to experience real commercial outcomes. In 2017 MCN will extend its market leading position in Programmatic TV with a number of technology innovations, which will continue to deliver advertisers next level value.”

Earlier this week MCN also announced an expanded set of Multiview segments in collaboration with AOL. The increased segments, 15-47, are available through AOL’s new global self-service programmatic TV buyer platform, ONE by AOL:TV.